mobile research in emerging markets - confirmit

October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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Copyright © 2013 Confirmit. All Rights Reserved


Mobile research in

emerging markets

Miguel Ramos, TAM Mobile Solutions

Heineken goes mobile in Africa & the Middle East

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96% Global Mobile-Cellular Penetration Rates

128% in developed countries

89% in developing countries

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More than an alternate

collection channel

Insights you can’t capture any other

way

One Size doesn’t fit all

Confusing

fragmented landscape

Get It right or fail

Immediate, personal

timely, relevant

Piece of a Large Puzzle

Fully Integrated

seamless journey

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Multi-Country

Shift from Personalisation to Contextualisation

Contextualisation demands common data collection and analysis

Multi-Mode

Multi-Screen

Multi-Device

http://1.bp.blogspot.com/-Y2ksSnLbBaM/T_2oIBXEGCI/AAAAAAAAAJY/aUVvz_H4Gdo/s1600/Android+logo.png

http://www.google.ca/url?sa=i&rct=j&q=&source=images&cd=&docid=jrdAjP6w_sLPSM&tbnid=suxw1qx-U148GM:&ved=0CAUQjRw&url=http://www.1310news.com/2013/05/14/blackberry-launches-new-q5-smartphone-with-a-physical-keyboard-at-conference/bblogo/&ei=A6O7Uf_TD4m2rQH9w4GYBQ&bvm=bv.47883778,d.aWM&psig=AFQjCNGEOTUxPu4Rst7e-pkE_B2nAcNzMg&ust=1371337854576334

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Case Study

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A long history, some landmarks...

★ 1900 Heineken imported its first beer

★ 1923 DRC, the first brewery

★ 1946 Entering Nigeria

★ 2003 Entering Egypt

★ 2007 South Africa, greenfield brewery, now operational

★2010 Acquisition of SONA Nigeria

★2011 Acquisition of Harare and Bedele (Ethiopia)

Total African footprint

★ 20 countries

★ 34 breweries (consolidated)

★17breweries (managed)

★ 4 soft drink plants

★ 2 malteries

★ 2 packaging plants (1 glass, 1 plastic)

★ 2 wineries

★ 1 distillery

★ Export to virtually all countries

BREWERY FOOTPRINT

Consolidated

Managed

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-0.0% -1.0% +0.9%

+2.9%

+4.1%

+5.4%

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• What are the top volume outlets?

• What are the most popular pack types in channel X?

• How does our prices compare with the competition in channel Y?

• Is our distribution sufficient for each channel?

• How many outlets are suitable for a trade promotion of brand X?

• Which brand should we promote in which outlet?

• Where should we locate distribution centers?

• Which outlets should be externally branded

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• Largest Trade Census in Heineken

• Digital data capturing GPS coordinates of all outlets

• Deep consumer and customer insights unveiled

• Business actions taken

• Branding

• Sales routing

• Finding the gaps

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Miguel Ramos, Mobile Practice Lead

[email protected]

Thank You

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http://www.confirmit.com

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PREMIERE SPONSOR

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WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry